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In the mid-2000s, Philip Morris International rebranded "Lights" to "Gold" to comply with new international labeling regulations that prohibited terms suggesting a product was "healthier" or "safer." While the name on the box changed from "Lights" to "Gold," the premium tobacco blend and the light smoking profile remained the same

Dai, X., Gakidou, E., & Lopez, A

Many ex-smokers in India say that quitting was the hardest but most rewarding thing they ever did, and they feel a profound sense of freedom and control over their lives

"We have about 30 million new smokers a year in the world